Online influencers need ‘urgent’ fact-checking training, warns Unesco

In the age of social media, online influencers hold unprecedented power over their audiences. With millions of followers across platforms like Instagram, TikTok, YouTube, and Twitter, these influencers have the ability to shape opinions, influence purchasing decisions, and even sway political outcomes. However, with great power comes great responsibility. UNESCO (the United Nations Educational, Scientific, and Cultural Organization) recently issued a stark warning, emphasizing that online influencers urgently need fact-checking training to combat the spread of misinformation and disinformation.

The increasing prevalence of misinformation on social media platforms has become a significant global concern. According to UNESCO, influencers — many of whom have little to no training in journalism or media literacy — often play a crucial role in the dissemination of false or misleading information. Given their massive reach and persuasive ability, their posts can amplify unverified claims, contributing to the confusion and mistrust that plague online spaces. UNESCO’s call for urgent fact-checking education underscores the necessity of addressing this issue before it worsens.

The Growing Influence of Social Media Personalities

In the past two decades, social media has revolutionized communication, allowing anyone with an internet connection to share their ideas and opinions with the world. Influencers, once ordinary individuals, have emerged as key figures in this digital ecosystem. These influencers come from all walks of life and specialize in everything from fashion and beauty to technology, fitness, and politics. Their followers trust their opinions, often treating them as experts in their respective fields.

With millions of loyal followers, many influencers wield enormous influence over public opinion and consumer behavior. A single recommendation or post from a popular influencer can boost the sales of a product, change public perception of a brand, or even alter political views. This reach is why influencers are highly sought after by marketers, brands, and even political organizations, who want to tap into their massive and engaged audiences.

However, as the power of influencers grows, so does their impact on the information landscape. While many influencers use their platforms to share authentic and thoughtful content, others have been criticized for spreading misinformation — whether intentionally or unintentionally. Some influencers promote unverified health advice, conspiracy theories, or political misinformation, reaching audiences who may not have the tools to critically assess the claims being made. This has led to an environment where misinformation can spread rapidly, causing harm to individuals, communities, and even entire societies.

UNESCO’s Warnings and Recommendations

In response to the growing concern over the role of influencers in spreading misinformation, UNESCO has sounded the alarm, urging social media personalities to undergo fact-checking training. According to UNESCO’s experts, influencers need to be equipped with the skills necessary to verify information before sharing it with their followers.

The organization highlighted several key points:

1. Influencer Responsibility: Given their massive following, influencers should be aware of the responsibility they bear in the digital world. Whether they are promoting a product or sharing news, they must be able to differentiate between credible information and misinformation. They must understand the impact that their words and actions can have on their audience.
2. Training in Media Literacy: UNESCO advocates for media literacy training that teaches influencers how to discern fact from fiction. This includes identifying reliable sources, checking the validity of claims, and understanding how to use fact-checking tools. With the rise of deepfakes and manipulated media, it is more important than ever for influencers to be able to assess content for authenticity.
3. Collaborations with Fact-Checkers: One of the most effective ways influencers can combat misinformation is by working with independent fact-checking organizations. By relying on these experts to verify claims, influencers can ensure that they are providing their audiences with accurate and trustworthy information. UNESCO has recommended that influencers build relationships with these fact-checkers to make the process of verifying information easier and more reliable.
4. Education on the Impact of Misinformation: UNESCO also emphasized the need for influencers to understand the broader societal consequences of misinformation. False health claims, for example, can lead to public health crises, while political misinformation can undermine democratic processes. Influencers should be trained to recognize the potential harm of spreading misinformation and be encouraged to be more mindful about the content they share.
5. Social Media Platforms’ Role: While the responsibility ultimately falls on the influencers themselves, UNESCO also called on social media platforms to take greater responsibility in curbing the spread of false information. The platforms that host these influencers — including Facebook, Instagram, Twitter, and YouTube — must ensure that they provide tools and guidelines that help influencers verify content before it is published.

The Urgent Need for Fact-Checking Education

The rise of misinformation has been particularly pronounced in the context of the COVID-19 pandemic, where health-related misinformation spread rapidly through social media channels. Influencers, some with no medical expertise, shared unverified information about the virus, vaccines, and treatment methods, potentially putting their followers at risk. This highlights the pressing need for influencers to be equipped with the tools to evaluate the information they are sharing.

The problem is not just about false health claims; misinformation can have a far-reaching impact on politics, social movements, and public policy. In recent years, the spread of false claims about elections, government actions, and international affairs has disrupted societies and undermined trust in democratic institutions. Influencers, by virtue of their massive platforms, often find themselves at the center of these issues, either amplifying misleading narratives or unintentionally contributing to the spread of harmful content.

Fact-checking is not just a matter of checking sources or verifying quotes; it involves a deeper understanding of how misinformation spreads, the biases that influence how we perceive information, and the tools available to debunk false claims. Educating influencers about the critical importance of fact-checking can go a long way in reducing the impact of misinformation.

Practical Steps for Influencers

For influencers looking to take action immediately, there are several practical steps they can take to improve their approach to fact-checking:

1. Rely on Credible Sources: Influencers should prioritize information from well-established, credible sources such as academic institutions, government health organizations, and respected news outlets. They should avoid sharing information from sources with a history of spreading unverified or misleading claims.
2. Use Fact-Checking Tools: There are numerous online tools designed to help people verify information quickly. Websites like Snopes, FactCheck.org, and PolitiFact provide valuable resources for confirming the authenticity of claims. Influencers should make these tools a part of their content creation process.
3. Collaborate with Experts: When tackling complex topics, influencers should reach out to experts in the relevant fields. For example, health influencers can collaborate with medical professionals to ensure that the information they share about public health is accurate and scientifically grounded.
4. Encourage Critical Thinking Among Followers: Influencers have the unique ability to engage with their followers directly. They can use their platforms to promote media literacy and critical thinking, encouraging their audience to question the information they encounter online and to verify claims before sharing them.
5. Stay Informed and Updated: Misinformation evolves quickly, and so do fact-checking methods. Influencers must stay informed about emerging trends in misinformation and be proactive in educating themselves about new fact-checking techniques and resources.

Conclusion

The power of online influencers is undeniable, but with that power comes an equally important responsibility. As UNESCO has warned, influencers must take an active role in ensuring the accuracy of the information they share with their vast audiences. Fact-checking training is no longer a luxury but an urgent necessity. By equipping influencers with the tools they need to verify information, we can begin to reduce the spread of misinformation and protect the integrity of online spaces. The collaboration between influencers, fact-checking organizations, and social media platforms will be crucial in ensuring that the digital landscape remains a place of truth and reliability.